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    , just willing. That’s the beauty of appealing for funds through the mail.

    So look for people wh

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    What does an ideal new direct mail donor look like? How can you spot one in a crowd? Or in a list of potential donors? Look for the 3 Cs.

    Capacity

    The most important measure is a potential donor’s capacity to give. Some development officers trip here, concentrating their energy on wealthy donors. But in direct mail fundraising, the majority of gifts are small. Donors don’t have to be wealthy, just willing. That’s the beauty of appealing for funds through the mail.

    So look for people who

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    otential donors? Look for the 3 Cs.

    Capacity

    The most important measure is a potential donor’s capacity to give. Some development officers trip here, concentrating their energy on wealthy donors. But in direct mail fundraising, the majority of gifts are small. Donors don’t have to be wealthy, just willing. That’s the beauty of appealing for funds through the mail.

    So look for people wh

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    So look for people wh

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    nors. But in direct mail fundraising, the majority of gifts are small. Donors don’t have to be wealthy, just willing. That’s the beauty of appealing for funds through the mail.

    So look for people wh

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    , just willing. That’s the beauty of appealing for funds through the mail.

    So look for people who are able to give the size of gift you want. Some apparently wealthy people have zero disposable income. And some apparently poor people (and some actually poor people) have disposable income. So the first criteria to look for is not how much money a potential donor has, but whether the person is able to give away what they have, preferably to you, of course.

    Connection

    The second criteria

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